Kids
Hungama to add 90 hours of original content this summer
MUMBAI: It’s that time of the year when kids say goodbye to schools, books and welcome the long summer vacation. It is not just an important part of the year for the kids, but also for the kids television genre.
One such is Hungama, which is courting its viewers with different customized offerings to have a bigger bite in the viewership pie, this summer.
It can be noted that the kids genre accounted for 7.3 per cent of the viewership share in 2014, making it the largest genre after Hindi general entertainment channels (GECs) and movie channels.
This summer, Hungama has a special strategy lined up to engage kids with a series of new shows and movies, spread across successful genres of action-adventure comedy. The channel will also add a new genre with chase comedies.
Disney India media networks content and communications VP Vijay Subramaniam says, “If I have to replace the entire set of fun adjectives in one word, I will call it Hungama.”
To stay ahead of the curve, the channel is set to add 90 hours of original programming to its kitty across the summer months. “That has been our constant endeavour on Hungama. While we give our audience innovative content we also increase the variety of offerings on our channel,” informs Subramaniam.
The channel will have three major highlights this summer. The first in line is Pokemon, to which the channel will give a new dimension. With the ever-growing popularity of the character and the action-adventure comedy genre, Hungama is launching a new series in the same genre along with presenting Pokemon in long format for the very first time on Indian television with the premiere of Pokemon movie, which will air on 18 April at 12 pm.
“Moreover, Pokemon has got maximum fan following. Week-on-week and month-on-month the numbers are only getting stronger,” reasons Subramaniam.
A perfect complement to Pokemon, the channel will launch action-adventure series Beyblade on 13 April at 1.30 pm. “This is another demonstration of the fact that the channel is innovating and pushing content, which is active in the space of game play both in the world of television and real world. Pokemon and Beyblade will make a good compliment on-air,” asserts Subramaniam.
On 3 May, Hungama will launch the third season of Vir: The Robot Boy, which is a series with a different identity in the space.
Hungama has also been developing local animated series. The channel is set to launch a fundamental block, the offering for local animation shows that will be launched at the afternoon band. The three shows that will be launched are Bunty aur Billy, Hum Chik Bum and Eena Meena Deeka (working title), which will go on air on 18 May.
As per reports, localization of content on kids channels continues with the average ratio for international to local content at 60:40 currently compared to 90:10 in 2008.
In 2014, Hungama reached out to 85.7 mn individuals (CS 4+) of which 19.0 mn were kids (CS 4-14 ABC) across all India during summers (AMJ’14).
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
